분야
docx1-1. Market Analysis
1-2. Corporate Analysis
1-3. Competition Analysis
Ⅱ. SWOT Analysis
Ⅲ. Target Analysis
3-1. Deduction of target
3-2. Target Analysis – 2030 Generation
3-3. Stakeholder Analysis
Ⅳ. Positioning
5-1. Brand ‘Dongrami’
5-2. Brand Identity
5-3. Communication concept
Ⅴ. Communication Objectives
Ⅵ. IMC Strategy
6-1. TVCF- about CSR brand 'Dongrami' and each village
6-2. Recruit volunteer
6-3. Giving ID card
6-4. SNS tool by each village
6-5. Village event
1-1. Market Analysis
CSR is the business policy and it has pervaded all over the world. More than 90% companies have done CSR activities. In Korea, CSR is increasing rapidly (Graph 1). Compare the CSR costs in 1996 with 2010, it increased almost 7 times. And the consumers have preference to the company that does active CSR activity. So, CSR is not optional but essential to company.
[Graph1] Source : 한국경제인연합회
1-2. CSR of Hyundai Car Analysis
According to this market analysis, Hyundai car is also doing CSR. They progress various campaigns under the ‘MOVE’ including easy move, safe move, green move, and happy move. ‘Easy move’ is development of welfare car and supply electric wheelchair for disabled people. ‘Safe move’ is safety education program to prevent car accident for children. ‘Green move’ is for environment program, it restore ecosystem, by making Green zone and planting trees. And ‘Happy move’ is volunteer program from employees. In addition, they also do broad campaign such as ‘gift car campaign’, social welfare, support for sports, and so on.
We did self survey to 100 people to know the public’s awareness of Hyundai Car’s CSR. The question is “Do you know Hyundai Car’s CSR?” and “If you know that, the campaign is what?” The result is that: only 18% people know the Hyundai Car’s CSR (Graph 2), and they know only ‘gift car campaign’ or ‘bus concert’ implemented as TV commercial.
These results showed temporary advertising, Hyundai Car current do, is difficult to build continuous image and relationship with public.